United Performing Arts Fund scales back fund-raising goal

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Recognizing the economic climate, the United Performing Arts Fund reset its fund-raising goal to late 1990s levels at its annual kick-off event Thursday.

UPAF, which provides core operating funds to 16 area performing arts groups, will attempt to raise $9 million this year, 15% less than last year's target of $10.6 million.

Many foundations and major corporate donors have indicated their giving to UPAF will be unchanged or reduced because of the recession, which resulted in UPAF's decision to scale back its campaign.

There was internal debate about whether to keep the stated goal where it was and face a shortfall at the end of the campaign, said Cristy Garcia-Thomas, UPAF president. Arts funds in other cities have done this, presumably as a public relations strategy and to sustain a sense of urgency, she said.

But UPAF's board and major donors asked it to be on the level about projections.

"This way we all know what we're in for going in," said Charles Kakuk, managing director of Next Act Theatre, a UPAF member.

Donations from the group's five largest corporate donors will remain flat, at 2008 levels. Those companies are Northwestern Mutual, We Energies, Johnson Controls, Rockwell Automation and M&I Bank.

At least one corporate donor that traditionally gives $100,000 will not donate this year. That company reprioritized its giving, Garcia-Thomas said.

On the whole, major corporate gifts are expected to be down at least $350,000, and giving from foundations is expected to fall by 27%.

It's unlikely the arts groups will be shocked by UPAF's news because many are facing drops in direct donations, too, she said.

"I've been asked if we're panicking and I say 'Yes, but just enough,' " said Kakuk of Next Act, which is hiring fewer actors and mulling across-the-board pay cuts.

This year, changes made to UPAF's allocation formulas five years ago are scheduled to take full effect. The phased-in reforms were designed to correct what was seen as an unfair advantage for the Milwaukee Symphony Orchestra, which receives the largest pot of UPAF dollars, and to reward management excellence.

If the new formulas went into effect without any adjustments, the MSO would stand to lose nearly $500,000 in funding this year, according to numbers supplied by the symphony. Garcia-Thomas said that's unlikely, and that UPAF will probably offset that impact with contingency funds.

UPAF has cut about $346,000 from its operating budget and will keep trimming so the percentage of funds given to the groups remains constant, said Linda Edelstein, UPAF's vice president of community relations and marketing.

A telemarketing firm won't be hired to find new donors this year, Garcia-Thomas said. The hope is that a new social media marketing campaign will pick up some of that slack. UPAF has a Facebook page and is on Twitter (as @UPAF).

Another strategy will be to stress that every gift counts, no matter the size. That message will be directed especially at individual donors. UPAF is also hoping these cost-conscious times will make its smART Card especially appealing. Donors who give $100 or more get the card, a $400 value in 2-for-1 tickets. Despite the recession, many member groups are seeing increased ticket sales, Garcia-Thomas said.

About Mary Louise Schumacher

Mary Louise Schumacher is the Journal Sentinel's art and architecture critic. She writes about culture, design, the urban landscape and Milwaukee's creative community. Art City is her award-winning cultural page and a community of more than 20 contributing writers and artists. Follow her on Facebook and Instagram.